Abstract

The present study set out to identify and analyse the relative importance of the various factors which affect the acceptance of lesser-known Tropical Hardwood species. Two different groups of factors were analysed, physical/technical factors and marketing factors, emphasis was placed on the second group.

To achieve the above stated objective, it was regarded as essential to examine the two main market intermediaries, the merchants/importers and the end-users. Therefore, two main surveys were conducted:

(a) Merchants/importers. The effect of the various marketing efforts on the eventual outcome of lesser-known specie introductions were examined. A further, smaller, survey was found to be necessary on the perception and beliefs of the sales-staff of the importing firms. Their perception of well established and lesser-known species was examined.

(b) End-users. The perceptions of various end-users/end-use segments was examined. The underlying reasons which dictate the choice of different species and the influence of the various marketing activities on such decisions were established.

The research was based on postal questionnaires (different ones for each survey) which were designed following depth interviews and pilot studies.

Following a detailed analysis and interpretation of the replies to the surveys, an attempt has been made to apply these findings in order to design a meaningful marketing strategy. A total marketing plan is proposed and particular emphasis is placed on screening the potential of lesser-known species and the communication mix to be used during the stages of introduction.

One of the main findings was the degree of uniqueness of each particular introduction of a lesser-known specie. This finding, together with the structure of the customers of each merchant and the finding that what constitutes a lesser-known specie is a matter of perception, presented a very complex matrix of alternative marketing strategies. But one thing which has become clear is that a well designed framework is absolutely necessary if lesser-known specie(s) are to be marketed successfully.